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Digital Adoption in African B2B Mark...

Itulua, Gideon,

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Digital Adoption in African B2B Marketing: A Multiple Case Study /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Digital Adoption in African B2B Marketing: A Multiple Case Study // Gideon Itulua.
Author:	Itulua, Gideon,
Description:	1 electronic resource (183 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-08, Section: A.
Contained By:	Dissertations Abstracts International86-08A.
Subject:	Sub Saharan Africa studies. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31841664
ISBN:	9798304968249

Digital Adoption in African B2B Marketing: A Multiple Case Study /
Itulua, Gideon,

Digital Adoption in African B2B Marketing: A Multiple Case Study /Gideon Itulua. - 1 electronic resource (183 pages)

Source: Dissertations Abstracts International, Volume: 86-08, Section: A.

This study examines the adoption of digital technologies in Business-to-Business (B2B) marketing within Sub-Saharan Africa, focusing on Kenya and Nigeria. Despite the growing global reliance on digital tools, B2B companies in this region face unique challenges, including infrastructural limitations, cultural diversity, and organizational resistance. A comprehensive literature review highlighted the theoretical underpinnings and existing research gaps in digital marketing for B2B firms in Sub-Saharan Africa. The study was guided by key research questions, such as the extent to which digital tools enhance marketing effectiveness, the challenges of digital adoption, the driving factors behind adoption, and the influence of cultural diversity on digital technology utilization.Using a qualitative, multiple case study methodology, data were collected through semistructured interviews with senior marketing managers from two B2B companies in Kenya and Nigeria. Thematic analysis revealed key findings, including enhanced customer engagement and marketing efficiency as benefits of digital adoption, while infrastructural gaps and cultural diversity posed significant barriers. The findings underscore the importance of culturally adaptable strategies, investment in digital literacy, and scalable technology solutions to bridge the digital divide and maximize the potential of digital tools in marketing. This research contributes to the understanding of digital transformation in developing markets and offers actionable insights for B2B stakeholders.

English

ISBN: 9798304968249Subjects--Topical Terms:

3172272
Sub Saharan Africa studies.
Subjects--Index Terms:

Cultural diversity

Digital Adoption in African B2B Marketing: A Multiple Case Study /
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520 $a This study examines the adoption of digital technologies in Business-to-Business (B2B) marketing within Sub-Saharan Africa, focusing on Kenya and Nigeria. Despite the growing global reliance on digital tools, B2B companies in this region face unique challenges, including infrastructural limitations, cultural diversity, and organizational resistance. A comprehensive literature review highlighted the theoretical underpinnings and existing research gaps in digital marketing for B2B firms in Sub-Saharan Africa. The study was guided by key research questions, such as the extent to which digital tools enhance marketing effectiveness, the challenges of digital adoption, the driving factors behind adoption, and the influence of cultural diversity on digital technology utilization.Using a qualitative, multiple case study methodology, data were collected through semistructured interviews with senior marketing managers from two B2B companies in Kenya and Nigeria. Thematic analysis revealed key findings, including enhanced customer engagement and marketing efficiency as benefits of digital adoption, while infrastructural gaps and cultural diversity posed significant barriers. The findings underscore the importance of culturally adaptable strategies, investment in digital literacy, and scalable technology solutions to bridge the digital divide and maximize the potential of digital tools in marketing. This research contributes to the understanding of digital transformation in developing markets and offers actionable insights for B2B stakeholders.
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